The attainment of quality in products and services has become a pivotal concern of the 1980s. While quality in tangible goods has been described and measured by marketers, quality in services is la...

A Conceptual Model of Service Quality and Its Implications for Future Research

Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions ab...

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Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:

A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase i...

A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions

This paper argues for the recognition of important experiential aspects of consumption. Specifically, a general framework is constructed to represent typical consumer behavior variables. Based on this paradigm, the prevailing information processing model is contrasted with an experiential view that focuses on the symbolic, hedonic, and esthetic nature of consumption. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun.

The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun

Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived.

Customer Loyalty: Toward an Integrated Conceptual Framework:

We present the results of a study designed to test several hypotheses concerning the effects of intrinsic and situational sources of personal relevance on felt involvement and on the amount of attention and comprehension effort, the focus of attention and comprehension processes, and the extent of cognitive elaboration during comprehension. Felt involvement is a motivational state that affects the extent and focus of consumers' attention and comprehension processes, and thus the specific meanings that are produced. The results of the study provide strong evidence that felt involvement plays a motivational role in consumers' attention and comprehension processes.

The Role of Involvement in Attention and Comprehension Processes

Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand at...

Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude

Table of Contents: Section 1: A Perspective on Consumer Behavior Chapter 1 Introduction to Consumer Behavior and Marketing Strategy Chapter 2 A Framework for Consumer Analysis Section 2: Affect and Cognition and Marketing Strategy Chapter 3 Introduction to Affect and Cognition Chapter 4 Consumers' Product Knowledge and Involvement Chapter 5 Attention and Comprehension Chapter 6 Attitudes and Intentions Chapter 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy Chapter 8 Introduction to Behavior Chapter 9 Conditioning and Learning Processes Chapter 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy Chapter 11 Introduction to the Environment Chapter 12 Cultural and Cross-Cultural Influences Chapter 13 Subculture and Social Class Chapter 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy Chapter 15 Market Segmentation and Product Positioning Chapter 16 Consumer Behavior and Product Strategy Chapter 17 Consumer Behavior and Promotion Strategy Chapter 18 Consumer Behavior and Pricing Strategy Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy

Consumer Behavior and Marketing Strategy

Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers' beliefs about product attributes and brand attitudes was exmained in the context of an advertising effects study. To manipulate product attribute beliefs and to create settings in which other mediation processes might occur, the authors exposed subjects to simple advertisements that contained either a verbal claim or visual information. Level of repetition also was varied. As expected, product attribute beliefs mediated attitude formation. However, another variable, termed attitude toward the advertisement, also mediated brand attitudes and purchase intentions. The authors discuss alternative explanations for the results and offer suggestions for future research.

Jerry C. Olson

Papers

The Role of Involvement in Attention and Comprehension Processes

Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude

Consumer Behavior and Marketing Strategy

Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude

Disconfirmation of consumer expectations through product trial.